How to Get a Project Published

When an interior designer wraps up a major project, the next objective often is getting that project published. The first step is drafting a great pitch. According to editors at some of the industry's top magazines, websites, and blogs, how you present your work is as critical as the projects in your portfolio.

While many designers aim for a feature in ELLE DECOR, or other national design magazines, it's also wise to consider outlets like online magazines, regional magazines, or blogs. (For the record, ED does accept pitches—the appropriate email address is at the end of this piece.)

We asked both online editors (Jaime Derringer, editor of Design-Milk.com; Michelle Adams, editor in chief of Lonny magazine; and Crystal Gentilello, editor in chief of Rue magazine) and those who work primarily in print (Clinton Smith, editor in chief of VERANDA magazine and Wendy Goodman, design editor of New York Magazine) what it takes to catch their eye.

Pitch one media outlet at a time

Editors can spot blanket pitches immediately—especially when they begin with a highly impersonal Dear Editor. "I want to feel like the designer has taken some time to look at my site before hitting the send button," says Derringer, whose website Design Milk focuses on modern design. Reference the specific sections of the website or magazine that might be a good fit for your work. "Do your homework," says Gentilello of Rue. "Check out the archives, and see what we're publishing at that time of year. Help us see the angle of your story."

When it comes to exclusivity, every publication has its own criteria. Many will run something that has been published, but others—like Rue and Lonny—won't. "Give each magazine the offer of exclusivity rather than shopping a location around." Says Goodman of New York magazine, adding that it's best to be honest up front. "Figure out your priorities and pitch accordingly. Be clear with editors and give right of first refusal."

What editors love (and loathe) in a pitch

Most editors prefer to receive pitches via email. "Cold calls drive me bananas!" says Adams of Lonny. The best emailed pitches include a short bit of copy (less than 300 words), and cover all the basics: the name of the designer and/or architect along with the location and the goal of the project. "If I want to know more, I'll ask," says Derringer. Don't send pages of information—no one has the time to read it—and don't send any information in your pitch that you wouldn't want to see in print. "If you don't want an exterior shown, then don't include 100 photographs of the front garden," says Smith of VERANDA. He also takes issue with vague voicemails or emails. "Never leave a message saying, 'I have something that might interest you and your readers. Please get back in touch with me,'" he says. "That has to be the worst way to make a first impression with an editor."

Once the email is sent, give editors some time to process it. Nothing can sour a great pitch like overzealous follow-ups. "One follow-up email is totally fine, but it's important not to go overboard with multiple aggressive emails or phone calls," says Adams.

Excellent photographs are paramount

The most important part of your pitch is the photography. High resolution photos are optimal, but be mindful of how you send them so you're not crashing an editor's email server. Send images in a zip file or via USB flash drives. "Don't ever direct an editor to your FTP site where we can download images," says Smith. "We don't have time." Some editors use these images purely as scouting shots. Goodman, for example, needs to see every project in person before it can be fully considered for publication. Adams says Lonny typically re-shoots locations prior to publication. ELLE DECOR always does. Even so, take the time to make your photographs great, though they don't have to be by a professional. "Poor photos can really make an otherwise amazing room look just plain awful," says Derringer. "If you spend a lot of time preparing a pitch, take the time to gather decent photographs."

A great pitch is just the beginning

Once you've reached out to editors, there are steps you can take to increase your visibility. "Keep your website up to date," says Derringer. Flash websites, she notes, are outdated. An updated portfolio website or blog highlighting recent projects and news is helpful to any editor seeking out new projects. But Adams says to regulate what you upload to your own website. "If you add photos of a recent project to your site, it can be considered published," she says. Bloggers can re-post those images at will, making them off-limits to some editors who are seeking unpublished work. "Instead, post photographs of only a few of the rooms, not the entire project," she says.

Getting the editorial coverage you want can take time. But for designers who are committed, it can be well worth the effort. "The mistake many designers make is that they only market themselves when business is slow," says Smith. "Time needs to be allotted every week to make sure the word is being spread about what they're doing, whether that's through social media, postcards of recent work, or email newsletters. You never know what will catch an editor's eye."

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